. >> we were factory direct because we had to educate people. we had to educate people how using whole foods. the people get it. whole smoothie trend is growing at incredible right. i just got numbers. in month of september, 43% of house heads had a smoothie and prepared a smoothie in their home. on average, that is 250 million smoothies were made. >> we love smoothies i want to get back to the working with a group like amazon. are you competing with them and their discounts because they discount pretty deeply. >> right now the demand for people wanting the vita-mix is so strong we have to be in as many doors as possible. interesting thing it is not all, there is vita-mix for you as consumer. if you are high-end consumer and love to cook and love the recipes from the chef you will shop in williams-sonoma. that is where you find the perfect vita-mix for you. if you're looking at deal for amazon that will get a great deal to fit. >> we're profiling like the hope diamond. it is up there. 500 bucks, jody for a blender. what does it do that is so gre